Los Angeles – Apple is expected to control 21% of the U.S. mobile
advertising market by the end of this year, grabbing share from both Google and
Microsoft, BusinessWeek reported, citing data from market research firm IDC.
Google,
which accounted for 21% of the U.S. mobile ad market last year, is expected to
end the year with 21%, while Microsoft’s share will fall from 10% to 7%.
Yahoo
will see its share drop from 12% to 9%, while Nokia will slip from 5% to 2%.
Independent ad network Jumptap is expected to increase its share to 13% this
year, from 10% a year ago, while Millennial Media will end 2010 with 11% of the
market, up from 9%.
IDC projects the total U.S. ad market may more than double in
2010, to almost $500 million.
Meanwhile, U.S. mobile local advertising revenues
are projected to increase from $213 million in 2009 to $2.02 billion in 2014,
representing a compound annual growth rate (CAGR) of 56.9%, according to a
newly released update to market researcher BIA/Kelsey’s U.S. Local Media
Forecast.
"We expect advertisers will be drawn to mobile marketing as the
overall market shifts to digital ad platforms," said BIA/Kelsey president
Neal Polachek.
"A lack of traffic to fulfill quotas on geotargeted ads
will likely accelerate mobile Web site and application development by
publishers."
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(BusinessWeek)
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